How Ferrero Optimizes eCommerce Content
Before It Goes Live
For brands managing content across dozens of products, retailers, and shopper audiences, creating high-converting eCommerce content can quickly become a complex balancing act.
Ferrero manages one of the world's most recognized consumer brand portfolios, including Nutella, Kinder, Tic Tac, Ferrero Rocher, Keebler, Famous Amos, Royal Dansk, and more. As the company's eCommerce business expanded, the team faced a growing challenge of creating content that not only looks on-brand but actually drives conversion across different retailers, audiences, and markets.
To solve this challenge, Ferrero partnered with It'sRapid to bring testing, optimization, and actionable insights directly into the content creation process. The results allow teams to make smarter creative decisions before content or a product launch ever goes live.
With It’sRapid, developing strategic, optimized eCommerce content is a science.
The Challenge
For Ferrero, success requires balancing the needs of multiple brands, retailer requirements, agency partners, and internal stakeholders, all while moving quickly and efficiently.
As Ferrero's portfolio continued to grow across retailers and audiences, the team needed a more scalable and data-driven way to evaluate content performance before launch rather than relying on assumptions or post-launch optimization. They also wanted to ensure that all content addressed shopper needs, improved discoverability, and drove conversion.
The It'sRapid Solution
Ferrero implemented It’sRapid to:
Evaluate content against specific shopper audiences before launch
A/B test and compare creative variations to improve engagement and conversion
Identify the strongest-performing content concepts with greater confidence
Provide agencies and internal teams with clear, actionable recommendations
By incorporating testing earlier in the content creation process, Ferrero can develop stronger content from the start while reducing guesswork and accelerating optimization efforts.
Spotlight
Launching Nutella Peanut
Ferrero also leveraged its strategic content planning and optimization approach with It’sRapid during the launch of Nutella Peanut. For high-visibility launches like this, the team begins planning early by aligning brand teams, timelines, messaging, assets, and retailer expectations well in advance.
The new product launch focused on striking the right balance between awareness and conversion. The Ferrero team prioritized helping shoppers immediately understand the new product, creating a strong first impression, and building familiarity before moving into ongoing optimization.
Content is never set and done and forget it. You should always be optimizing.
The Takeaway
For modern eCommerce teams, creating effective content is no longer about producing attractive visuals alone. Success requires understanding shopper behavior, testing assumptions, optimizing for retailer-specific environments, and continuously refining content over time.
By partnering with It'sRapid, Ferrero has built a more strategic and scalable approach to content optimization by helping ensure that every image, message, and PDP element works harder to drive conversion.
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